Posted November 21, 2008 9:06 am by with 9 comments

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I’m guessing Google really wants you to add display ads to your marketing mix because, barely a month after launching its AdWords display ad builder, the search engine giant has made some improvements.

Image picker: You can now choose from previously uploaded images when creating your ads.

Real-time editing: See what your text and other customization edits look like, automatically — without having to click the ‘update preview’ button.

Quicker way of seeing available ad sizes: You can see which sizes your ad can run in for each ad template without having to complete the ad creation process. You can also preview how your customization choices affect each size.

Additional templates: Choose from even more templates for customizing your ads.

In addition, the UK and Ireland are among a list countries that can now access the ad builder.

Who’s tried it?

  • I built a couple of ads in the old system, and it was pretty cool/easy. Interestingly, my CTRs aren’t much outside normal range of high/low on a Site Targeted campaign. So once again, Google attempts to prove that ugly ads are as effective as pretty ones 😉 At least in a performance world. I wouldn’t put them against rich media for branding impact though.

  • Thanks Dana – I’ve seen lots of evidence that suggests the less a banner looks like a banner (ie. ugly text) the more clicks it will get. Hence the design for my 468×60 ad at the top of your screen. 😉

  • It really looks like Google is building a lot of new things to give its users a new and fresh look. They are really setting the trend

    Matt Helphrey’s last blog post..Creating a Home Based Business

  • Google has worked itself into a tight spot. These new features amount to a gigantic earth work squirming around frantically when you pull it out of the ground and place it on a hot sidewalk.

    The problem Google is having? Google’s last price increase was too high. Google is charging so much on a PPC basis that more traditional forms of offline advertising are coming back into favor as they are more competitively priced now. Would you rather pay Google $20,000 a month for advertising, or would you rather rent a conference room and hold a free seminar on xxxxxx with an audio copy of your seminar blasted out over POD casts? In fact, you could rent a room and hold such a seminar (including donuts, water, and coffee for your guests), advertise in the local newspaper, and pass out copies of your book, business cards, DVDs, all for about $10,000 now. Now which has more perceived value, your 3 line ad on Google surrounded by a dozen other 3 line ads, or your one-of-a-kind free seminar on xxxxxxxx? Clearly your seminar has greater perceived value than your Google ad. This is just one example of how offline advertising is now becoming the cheaper way to go now. There are thousands of other examples just like the one above that has caused advertising and marketing professionals and small business owners to re-think spending so much money on Google advertising. I know one man who stopped spending $15,000 a month advertising on Google and instead put up five huge billboards along the side of major roads in his area for a cost of $10,000 per month. It blew him away how much better the billboards were for his business as opposed to Google. He even had a local radio and a local TV show have him on as a guest appearance after employees saw his signs on their morning drive to work. He has become a very popular guy now in his area and his sales have exploded. He told me that he wished he would have tried billboards a long time ago. When I asked him what made him try them now? He said that it was Google’s high prices that forced him to try something else.

    Google never should have raised their prices about the 2005 level. By raising their prices beyond this level, they now have to directly compete with traditional, tried and proven true, forms of offline advertising that have been around for a century now. I’m not sure it is in Google’s best interest to be so arrogant and so liberal with their price increases.

  • This is a great improvement on an already great service from Google. I’ve used adwords alot in the past and look forward to trying the newer service!

  • Interesting! I just also wish Google would respond quicker to issues and problems. I’ve had the heavy hand come down on me for no reason, and can’t get an answer… then mysterously,3 days later, all is fine. What a way to run a biz.

    GoldenBoy’s last blog post..Top Urban Streetwear Clothing Brands

  • I agree with Lance. The skyrocketing costs are making Google’s offering less popular and effective. There will always be space for traditional media, and I personally feel that a combination is required for truly efective campaigns.

  • Those ads looks pretty nice. So are they made from the existing template? I haven’t tried the ad builder yet…

    Saad Kamal’s last blog post..Google Featured in Hollywood & You Can Make Money With It!

  • Now they have Google SearchWiki

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